Blogging at Bayer - J. Ward
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From the March 1, 2011 event, "Employee Communications and Social Media - Making the connection".
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Blogging at Bayer - J. Ward
- 2. External Trends Expectation of technological sophistication Rapid adoption of social media tools at home Blurring of boundary between work/professional life Use of quasi-professional tools (LinkedIn, CafePharma, Glassdoor) Need for Bayer to meet customers where they live (mobile apps, Facebook) Need for practice environment Need to enable employees to form their own networks, data feeds Increasingly large, sophisticated, data-rich organization
- 3. Argument for social media in internal communications … a work in progress
- 4. It Starts with Policy Internet Access Extended to External Social Media at time of Internal Tools Launch Policy reminders around: Spokesperson designation External rules and regulations HR, etc., internal rules.
- 5. Small Steps
- 6. BHC Connections Launched September, 2009 Blogging Facebook tool Communities Report-to Chain Tagging, bookmarking
- 7. Executive Blog: Goals Goals Position an executive Increase dialogue; increase sense of empowerment Create community, openness Provide a place for experimentation Use blog to further internal communications goals around employee engagement and satisfaction
- 8. Executive Blog: Strategy State outright that it is an experiment. Be the first executive in BHC to blog internally. Create through collaboration with Communications. Tie business messaging to personal observation Use blog to further internal communications goals around employee engagement and satisfaction
- 9. Launch Mark’s Corner: September 2009
- 10. The Blog Experiment 9/10 9/9 3/10 1/10 6/10 12/10 Launch Three Questions Tech migration E-marketing test
- 11. Fear of commenting: July 2010 Survey 1. Afraid my peers will make fun of me. 2. Don’t want to say something stupid/make a spelling error. 3. Don’t know how to get to Mark’s Corner. Mark’s what??? Technical difficulties.
- 12. Other Blogs Example: Employee’s Beijing Blog
- 13. Lessons Learned A blog is not a narrative; it is a dialogue. Writing counts. (specific vs. abstract). 3. Promote using good old-fashioned marketing tactics. Test. 4. Maintain authenticity in an environment of presumed ghost-writing. 5 . Show, don’t tell, the users that the social media water is safe.
- 15. Q&A